Major Appliances in Western Europe

Key Findings

Growth boosted by the pandemic

Major appliances saw growth spikes in Western Europe during the pandemic (2020, 2021), after having recorded disappointing performances in 2018 and 2019. Although, for some, the pandemic bought economic uncertainty, for others, it meant extra funds to spend in areas like major appliances given a lack of expenditure on travel or leisure. While some brought forward potential purchases, others decided to upgrade their hygiene standards or storage capabilities with new laundry appliances, dishwashers or refrigeration appliances.

E-commerce accounts for two thirds of UK sales

In the UK, where the e-commerce sales share is now at close to two thirds of the market, local consumers have got used to browsing and comparing products online to locate the best possible price or deal, with many then also purchasing appliances online. Retailers and manufacturers are therefore switching to omnichannel strategies.

EU’s new energy labels come into force

The EU’s new energy label requirements came into effect from March 2021. All white goods sold in EU countries from this time will need to feature an updated sticker communicating their energy rating, with the current classifications of “A+”, “A++” and “A+++” replaced by a new scale of lettering from A to G, with “A” being the most ecologically sound. This should help drive the development and sales of energy-efficient products, which are better for the environment and should also help keep down consumers’ utility bills.

Slow growth expected

After the sales spike during the pandemic, major appliances is expected to see flatlining performances in Western Europe over the forecast period, with maturity in some of the bigger national markets and a worsening economic scenario also working against purchases of big-ticket items among local consumers.